Chester Scott
speaker
356 appearances
4 recordings
1 series
first heard Aug 2026
last heard 16 Aug
Chester Scott’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 4 in all, peaking in Aug 2026 with 4.
Appearances
And how can we help each other to be able to do that?
And the measurement component, the more innovative and more robust, the more sophisticated our measurement capability is, the better signals we're going to be able to pass back because we can pass those signals back into AI-driven solutions, uh, into decision-making processes with a level of confidence that we're making the decisions based on a measurement framework that has the um
the the robustness to do that in the right way.
Does that answer your question?
So John, I think that's a really good question.
Um I quite often like to at the start of any presentation that I do, I quite like to use a quote from a guy called John Wanamaker.
You might be familiar with the guy.
And one of the original marketing pioneers from the late 1800s and was
famous for inventing the price tag, but he's also extremely famous for inventing or for m for making the quote, which is half the money I spend on advertising is wasted.
The problem is I don't know which half.
I think the real ironic thing about that quote is that that was made made in the late eighteen hundreds, but that quote is as true today as what it was back then.
Right.
And so
When I think about kind of the specific question that you that you had around fraud, if you look at Lulio's own data, which is based on a meta study of over two and a half billion clicks per year and that's increasing each year, we're able to estimate that roughly eight point six, eight point seven percent and of traffic that is coming from pay channels is due to invalid and fraudulent traffic.
But the reality is is that the waste problem
Beyond just click fraud and invalid traffic is much bigger.
And we're probably getting up towards kind of 50% when you add in all of the additional waste vectors.
And I'm talking about kind of low intent users, I'm talking about non-incremental investment, I'm talking about poor creative execution, audience saturation, so on and so forth, right?
And so I think that that's the really key thing is that click fraud invalid.
Valid traffic is a big problem in itself.
Showing 141–160 of 356 · page 8 of 18
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